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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH International Journal of Economics Development Research (IJEDR) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Penkomi : Kajian Pendidikan dan Ekonomi Eastasouth Journal of Effective Community Services Jurnal Pengabdian Bukit Pengharapan Journal of Social Work and Science Education PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Jurnal Pengabdian Bakti Akademisi Jurnal Simki Economic
Nasution, Lisa Elianti
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Enhancing Consumer Purchase Decisions: The Role of Servicescape, Content Marketing, and Experiential Marketing in Urban Street Food Businesses Sagala, Alda Claudia; Afrizal, Afrizal; Nasution, Lisa Elianti; Manik, Desma Erica Maryati
International Journal of Economics Development Research (IJEDR) Vol. 7 No. 2 (2026): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v7i2.11109

Abstract

The café business in Medan is rapidly growing, but increasing competition demands greater innovation in attracting consumers. Warkop & Fresh Milk Kakilima has experienced a decline in sales from 2021 to 2025, indicating a decrease in consumer purchase decisions. This is suspected to be influenced by suboptimal servicescape, content marketing, and experiential marketing, as supported by pre-survey results showing consumer dissatisfaction. Therefore, this study aims to analyze the influence of these three variables on consumer purchase decisions. The population in this study includes all consumers visiting Warkop & Fresh Milk Kakilima, whose exact number cannot be determined. Considering the uncertainty of the population size and the fluctuation of visiting consumers, the sample size was determined based on Hair’s recommendation. Therefore, the researcher decided to use 170 respondents as the research sample. The sampling technique applied is accidental sampling, which involves selecting respondents who are encountered by chance and are willing to participate. Based on the research results, it can be concluded that partially, servicescape, content marketing, and experiential marketing each have a positive and significant influence on purchase decisions at Warkop & Fresh Milk Kakilima Medan, as indicated by the t-value being greater than the t-table value. In addition, simultaneously, these three variables also have a significant effect on purchase decisions, as evidenced by the F-value being greater than the F-table value.
Pengaruh Advertising, Promotion dan Public Relations terhadap Keputusan Pembelian Fore Coffee di Sun Plaza Medan Simanjuntak, Anabella Monica Agustine; Nainggolan, Elisabeth; Nasution, Lisa Elianti
Jurnal Simki Economic Vol 9 No 2 (2026): Volume 9 Nomor 2 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i2.1575

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh advertising, promotion, dan public relations terhadap keputusan pembelian konsumen pada Fore Coffee di Sun Plaza Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Data diperoleh melalui penyebaran kuesioner kepada 200 konsumen yang pernah melakukan pembelian produk Coffee Fore di Sun Plaza Medan dengan menggunakan skala Likert. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode accidental sampling. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa advertising, promotion, dan public relations secara parsial memiliki pengaruh signifikan terhadap keputusan pembelian konsumen. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian. Hasil koefisien determinasi menunjukkan bahwa advertising, promotion, dan public relations mampu menjelaskan sebagian besar variasi keputusan pembelian, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini menunjukkan bahwa strategi komunikasi pemasaran memiliki peran penting dalam mempengaruhi perilaku dan keputusan pembelian konsumen.
Pengaruh Digital Marketing, Kualitas Layanan dan Brand Image terhadap Keunggulan Bersaing pada Showroom Astra Daihatsu Medan Krakatau Laowo, Anggreini; Nainggolan, Elisabeth; Nasution, Lisa Elianti
Jurnal Simki Economic Vol 9 No 2 (2026): Volume 9 Nomor 2 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i2.1596

Abstract

This study aims to analyze the influence of digital marketing, service quality, and brand image on competitive advantage at the Astra Daihatsu Medan Krakatau Showroom. The study employs a quantitative approach using a survey method, involving the distribution of questionnaires to showroom customers. The sampling technique utilized purposive sampling to obtain a sufficient number of respondents who met the study’s criteria. The data obtained were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that digital marketing and service quality have a significant impact on competitive advantage; however, they have not yet been able to provide an optimal contribution to enhancing the company’s competitiveness. Meanwhile, brand image has a positive and significant influence and is the most dominant factor in shaping competitive advantage. This indicates that a strong brand image can enhance consumer trust and positive perceptions of the company. Simultaneously, digital marketing, service quality, and brand image significantly influence the competitive advantage of the showroom. Therefore, the company needs to enhance the effectiveness of its digital marketing strategies, improve service quality, and continuously strengthen its brand image to boost the company’s competitiveness amid the increasingly competitive automotive industry
Pengaruh Customer Relationship Management, Ketepatan Waktu Pengiriman dan Layanan Digital terhadap Kepuasan Pelanggan pada PT Tunas Antarnusa Muda Kargo Fahira, Annisa; Nainggolan, Elisabeth; Nasution, Lisa Elianti
Jurnal Simki Economic Vol 9 No 2 (2026): Volume 9 Nomor 2 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i2.1599

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer relationship management (CRM), ketepatan waktu pengiriman, dan layanan digital terhadap kepuasan pelanggan pada PT Tunas Antarnusa Muda Kargo. Penelitian ini dilatarbelakangi oleh adanya research gap dari hasil studi terdahulu yang menunjukkan inkonsistensi pengaruh ketiga variabel tersebut terhadap kepuasan pelanggan. Metode yang digunakan adalah pendekatan kuantitatif dengan desain asosiatif, melibatkan 389 responden yang dipilih menggunakan teknik accidental sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara simultan CRM, ketepatan waktu pengiriman, dan layanan digital berpengaruh signifikan terhadap kepuasan pelanggan. Secara parsial, CRM berpengaruh positif signifikan, sedangkan ketepatan waktu pengiriman dan layanan digital berpengaruh negatif signifikan. Novelty penelitian ini terletak pada temuan bahwa aspek operasional dan digital dapat berdampak negatif terhadap kepuasan apabila tidak sesuai dengan ekspektasi pelanggan. Secara teoretis, penelitian ini memperkuat Expectation Confirmation Theory bahwa ketidaksesuaian antara harapan dan kinerja layanan akan menurunkan kepuasan pelanggan.
Co-Authors - Afrizal Abd.Rashid, Muhammad Hafiz Afrida, Fenny Amri, Khoirul Aqil, Atallah Bao Giang, Phan Capreli, Fernando dedi irawan Fahira, Annisa Farid Mulana Fatahillah, Habib Halim, Hendra Kanchanawongpaisan, Sipnarong Kesuma Wijaya, Octaviona Laowo, Anggreini Manik, Desma Erica Maryati Maryati, Desma Erica Muhammad Haris Riyaldi, Muhammad Haris Nainggolan, Elisabeth Nizam, Ahmad Petrus Loo Putri, Dea Nabila Sagala, Alda Claudia Setyorini, Dian Simanjuntak, Anabella Monica Agustine Simbolon, Deliyanti Sinaga, Hommy Dorthy Ellyany Sri Rezeki Sujinny, Sujinny Wijaya, Michael Kurniawan Zahrani, Nazila Zahri Hamat